Online research

The Psychology of Advertising

- When filming, I should keep in mind that in order for it be affective I should appeal to three innate emotions: love, fear and rage.

- Harry Hollingworth believed that advertising had to accomplish four specific things:
1. Attract a consumers attention  
2. Focus the attention onto the message    
3. Make the consumers remember the message 

4. Cause the consumer to take the desired action (this determines the effectiveness of an advertisement)

Creating Online Ads We Want to Watch

What I learnt from reading this article:

- Just because an ad reachers a viewers computer screen does not guarantee that the viewer is actually watching it.

- Adverts can now be skipped now because of the fast-forward button. Therefore, it may not always reach the viewer.

- Its not hard for the viewer to simply just turn away, open another browser window or even just chat to somebody when an advert is on.

- Key to success in grabbing and holding the attention of viewers lies in evoking a carefully timed mixture of surprise and joy.

- When watching ads, there are 2 types of basic eye movement: one is fixation, and the other is where the eye is moving from one potion to the next.

- People attention pattern is different depending on there emotion they are feeling.

- The more attentive the viewers are, the less likely they are to skip the ad.

- Capturing the audiences attention is what sells.